Pornography consumption isn't about the content itself, but the meanings and associations you've learned to attach to it. The speaker uses the Coke vs. Pepsi fMRI study to show how perception shapes brain response to identical stimuli. Since these associations are malleable, you can retrain your mind to change how you relate to porn.
We watch porn because of what we associate with porn, not because of porn itself. And we have the famous Coke and Pepsi blind test where they gave participants Pepsi and Coke. They put them under fMRI, basically like brain scans, and they saw that when they were told about the brand that they were drinking from, there was a different pattern of brain activation that emerged. Now, of course, this is changeable. You can update that memory, those older past learnings. And this is exactly what we need to do with porn.
